Ogilvy & Mather Worldwide has just received a lovely present wrapped in an iconic blue box with a white ribbon. The luxury brand Tiffany & Co. has named the WPP ad shop as its lead creative global marketing communications agency for print, digital, video, and out-of-home media.
There was no incumbent—most of the work was previously done in-house. And Ogilvy will work with the client’s in-house team on brand positioning and advertising as the brand continues to focus on social media and international markets. Digital also remains a top priority. Tiffany's has introduced new mobile applications and its newly redesigned website launched in October.
Tiffany's selected Ogilvy after a four-month review process aided by search consultant Ark Advisors.
"We were impressed by Ogilvy's experience in luxury, creative approach to solving consumer challenges in a new era of brand building and proven ability to implement integrated campaigns across the globe. We believe they will be instrumental in further enhancing our global business," said Caroline Naggiar, SVP/Chief Marketing Officer, Tiffany & Co.
The first creative will debut in the coming months. Although company executives declined to discuss their projected budget, Tiffany's has stepped up its marketing support in recent years. It spent $242 million on advertising, media and marketing in 2012, up from $234 million in 2011 and $197 million in 2010, according to financial filings. Collectively, this represented 6.4% of worldwide net sales.